By Nedra Rhone

The Atlanta Journal-Constitution

Every year, the Running of the Brides at Filene's Basement brings eager brides-to-be and their helpers to Lenox Marketplace in search of the wedding dress of their dreams. And each year, well before the 8 a.m. opening, a line forms with women (and some men) hoping to get first crack at 2,200 gowns priced at $250, $500 and $700.

They come from all around– the Carolinas, Tennessee, Kansas, and this year, at least one bride from St. Thomas, Virgin Islands – and many of them do find "the dress". Their strategies vary year to year -- from forming T-shirt wearing teams, communicating via wireless radios or holding up signs with desired sizes and brands. This year, brides are attaching helium balloons to the racks so their helpers can easily find home base in the crowd, said Patricia Boudrot, spokeswoman for Filene's. Most shoppers spend an average of two hours at the sale. At least one bride found her dress in 23 minutes, while another stayed for seven hours.

By now, almost any bride planning to attend the sale has been primed on how to get the most out of the experience, but here are a few things you may not know about one of the most popular wedding dress sales in the country.

1. You don't have to arrive at the crack of dawn. Though some brides find it fun to camp out all night, or show up before sunrise, it isn't necessary to get the dress you want. "Most people in line are helpers, not brides. The ratio is maybe one to six, so it looks like a lot more competition than it really is," Boudrot said. Early arrivers are often discouraged when the racks are swept clean by brides at the very front of the line.  Arriving mid-morning or early-afternoon gives the staff time to restock the racks with dresses strewn about the store. "We give people a couple of hours, then our staff fans out into the nooks and crannys of the store and asks if it's okay to put a dress back on the rack," Boudrot said.
2. You don't have to expose your lady bits to the world.  Women have been spotted changing anywhere, even while being interviewed in front of news cameras, but it is not necessary. "A lot of people think there are no dressing rooms," Boudrot said. There are, it's just that most women prefer the convenience of slipping in and out of dresses right where they are. If you're modest, you still have options.
3. Brides aren't the only ones shopping. Yes, it would make sense to have an actual wedding date before you buy a wedding gown, but some women who shop the sale are buying on speculation that their prince will come. "If you are with a friend and you see your dream dress staring you in the face for $250, what would you do?" Boudrot said.
4. Other brides are not (always) the enemy. Bartering with other brides for dresses is common practice. Or if you are empty handed due to empty racks, simply position yourself near a bride who looks to be your size and politely ask to try on her castaways.
5. It's not just sample sizes. Wedding dresses run small, but Filene's  stocks a range of sizes. The gowns that come from bridal salons tend to be the smaller sample sizes, but buyers also make sure to buy larger sizes from manufacturers to round out an inventory that ranges from size 2 to 26.
6. You don't have to guess when it comes to alterations. In 2010, an Atlanta company, Presstine Cleaners, was on site to consult with anyone who has a question about the kinds of alterations that can be made to a gown they may be considering.

Event Preview

Filene's Basement, Running of the Brides

8 a.m.-9 p.m., March 18, 2011. Free admission.

Lenox Marketplace, 3535 Peachtree Road NE

For information: www.filenesbasement.com